448Still think TikTok is just an app for watching short videos? Wake up!
Now it has become a traffic pool that brands are scrambling to occupy.
With just a casual influencer recommendation, an ad for traffic, plus the one-stop ordering function of TikTok Shop, consumers’ wallets can be emptied in minutes.
So here comes the question—how do you use the “ads + shop” combo to create a closed traffic loop and achieve both traffic and sales? Don’t worry, today we’ll talk about how to play TikTok and make a fortune!
Image source: AdTargeting
The Core Logic of the Closed Traffic Loop: One-stop Play from Traffic to Conversion
The so-called closed traffic loop means that users go from watching short videos, to being influenced, to directly placing an order and purchasing, all within TikTok. The biggest advantage of this “closed loop” is that it reduces the potential loss when users jump to other platforms, compressing the entire conversion path to the shortest possible.
So, how does this closed loop work specifically? The core can be divided into four steps:
1. Precise Targeting
Ads are the starting point of traffic. TikTok Ads use algorithms to precisely push ads to target users. For example, people who like to watch outfit videos are more likely to see fashion brand recommendations. Only by targeting the right audience will the traffic be effective.
2. Content Seeding
Short video content is key. Good content should be interesting, authentic, and memorable, such as attracting users’ attention with influencer recommendations or trending background music. Only when users are interested will they click into the shop.
3. One-stop Purchase
TikTok Shop allows users to browse and purchase directly within the platform, without needing to jump to external links. As long as the product detail page is clear enough and the ordering process is smooth enough, the conversion rate will naturally increase.
4. Data Optimization
By analyzing data such as ad click-through rates and shop conversion rates, content and ad strategies are continuously adjusted. Optimizing every step can make the closed loop more effective.
Image source: HubSpot Blog
How to Achieve a Closed Loop with Ads + Shop?
To play the “ads + shop” combo on TikTok, the key lies in the choice of ad format and content optimization. TikTok offers a variety of ad types, and brands need to flexibly choose according to different goals. Only by combining high-quality content and shop experience can the closed traffic loop be achieved. Specifically, it can be divided into the following three steps:
1. Choose the Right Ad Format
Spark Ads: Use influencers’ native content for direct promotion, such as a beauty influencer recommending a product with a shop link attached. It looks more natural and is easier for users to accept.
In-Feed Ads: Short video ads inserted into the feed, with a “Buy Now” button, suitable for promoting new products or campaigns, directly driving traffic to the shop.
TopView Ads: Suitable for major promotions or new product launches, the first ad when opening the app, with strong exposure.
2. Content Behind the Ads is the Core
Ad format is important, but content is the key to success.
TikTok users like authentic and interesting content, and hard-sell ads are often skipped directly. Ads need to be close to real-life scenarios, showing products through real stories or actual situations; combine with trending music, popular memes, or challenge activities to increase appeal; add limited-time discounts or exclusive offers to stimulate users to place orders.
3. Shop Experience Must Be in Place
Ads attract users to the shop, but if the shop experience is poor, users will still be lost.
The product detail page needs to be clear and intuitive, with images and copy that are easy to understand; fast logistics and reliable after-sales service are essential, as these details directly determine whether users are willing to repurchase or recommend your product.
Image source: MediaPost
Success Stories: How Ads + Shop Help Brands’ Sales Take Off?
Want to know how to really boost sales with “ads + shop”? Take a look at how these brands did it—the data and strategies are very real.
1. Maybelline
Maybelline’s operation in the Southeast Asian market can be called textbook-level. They cooperated with local beauty influencers, launched a series of Spark Ads, and cleverly integrated product recommendations into daily makeup videos, such as “using this lipstick for a natural commute look.” These videos look authentic and natural, not like hard-sell ads, and users are easily attracted.
Through influencer seeding, users directly clicked the video to enter TikTok Shop and place orders, not only causing shop traffic to soar by 200%, but also selling out a popular lipstick within two weeks, with the repurchase rate increasing by 30%.
Image source: TikTok
2. Anker
Anker captured users’ “battery anxiety” with In-Feed Ads. The ad video directly focused on the pain point of phones running out of battery during commutes, showing the portable power bank as a light and efficient solution, fitting users’ actual needs. At the end of the short video, a “Buy Now” button was added, allowing users to jump to the shop and place an order with one click.
This simple and direct approach resulted in an ad click-through rate of 8%, and shop sales increased by 150%. After seeing the ad and solving their needs, users would even actively recommend it, maximizing word-of-mouth marketing.
Image source: TikTok
3. Shein
Shein’s promotion strategy is straightforward and aggressive. During major sales, they placed TopView ads so that users would see large-scale discount information as soon as they opened TikTok. At the same time, influencer outfit short videos were used to warm up the campaign, not only seeding but also guiding users to follow the account.
During the campaign, the ads accumulated over 200 million impressions. These numbers speak for themselves.
Image source: TikTok
Future Opportunities: Seize the Bonus Period of TikTok Shop
Currently, TikTok Shop is still in its early stages of development in the US, Southeast Asia, and UK markets, with huge potential. For brands, now is the best time to enter. As the shop function continues to improve and users’ shopping habits gradually form, competition in short video e-commerce will definitely become more intense.
In the future, whoever can make good use of the ads + shop combo will have the chance to stand out in this track. Maybe the next brand to go viral will be you!
